Speaking at an trade industry event, Kevin Brennan, the marketing director and general manager snacks for the cereal giant, said this year the company would have ‘more media pressure' than last year.
TV is a key medium, said Brennan, but Kellogg was also using digital marketing for brands such as Special K and Nature's Pleasure.
Touching on the economic downturn, Brennan said consumers were increasingly looking for value in their purchases.
It has responded through campaigns stressing its heritage, developing a 1kg big value range and through its free cereal promotion.
‘We are adapting to the recession but continue to focus on meeting consumers needs,' he added.
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